Web marketing and advertising is so different from traditionalmarketing and advertising that many people with expertise intraditional marketing find the concepts employed in copywritingfor websites and internet marketing to be unusual. Many even denythe reality that web marketing and advertising on the internet isdifferent from traditional marketing and they attempt to applytraditional marketing techniques rather than proven copywritingtechniques that are successful for web marketing and advertising.
The main difference between traditional sales copy and web copyfor web marketing and advertising is that traditional sales copyis usually deemed to be more effective if it is brief and to thepoint. Copywriting for web marketing and advertising; however, isunique in that it is not intended to simply captivate theaudiences’ attention and prompt them to take action such aspicking up the phone or visiting a store.
Copywriting for web marketing and advertising actually serves tofulfill the entire advertising and sales process. Becauseinternet business is generally automated, the sales copy is muchmore than material for web marketing and advertising, it is the”sales person” that introduces website visitors to your productsand services, highlights the features and benefits of yourproducts and services, counters objections, asks the reader toact, and closes the sale.
Because the role of sales copy for web marketing and advertisingis so much more involved than that of traditional sales andmarketing materials, being brief and to the point is not usuallythe best approach to preparing your web copy. Short web copy canbe useful if you have an online catalog and you are simplyproviding product descriptions through your web copy. However,most ecommerce businesses need long copy to persuade websitevisitors to become customers, to make sales, and to generateecommerce revenues.
Crafting useful web copy for your web marketing and advertisingusing long sales copy techniques begins with planning. You mustknow your target audience, prepare a unique selling propositionthat will appeal to that audience while setting you apart fromthe competition, develop a pricing strategy and bonuses that givecustomers the perception of value, and identify keyword terms andphrases that your customers will use when searching for
yourproducts or services.
Using the information from your research and planning efforts,you can begin to write sales copy for your website which will bethe base for your web marketing and advertising as well as yourstorefront. Start your copywriting with the creation of aheadline that grabs the attention of website visitors and asubheading that sparks their interest. Be sure to focus onbenefits to the customer and to build credibility throughout yoursales copy by including testimonials and credentials.
Use bonus items and freebies to add value to your products orservices. Create urgency to prompt action by offering “limitedtime” discounts or special offers. Finally, set your websitevisitors’ minds at ease by providing a strong, no-risk guarantyand ask for the order.
Another technique that is useful for web marketing andadvertising sales copy is to offer a free newsletter or a freereport somewhere within your website copy. While this doesn’tcontribute much to the actual sales process, it will provide youwith an opt-in list of customers and potential customers so youcan continue marketing to those website visitors that do notconvert to buyers on their first visit. If you don’t get thesale, at least you will get a lead if website visitors subscribeto your newsletter or request a free report.
Be sure that a disclosure is made or an option is given thatmakes it clear to website visitors that they are agreeing to beplaced on your opt-in list to receive communications from yourcompany if they subscribe to the newsletter or request the freereport. Using the techniques suggested here in creating yoursales copy for your web marketing and advertising provides astrong foundation for building your internet business.
Copyright Christopher J. Enders. Are you at the end of your rope,fed up and confused by all the scrambled internet marketingadvice you’re getting? Whether you are new to internet marketing,or a website owner who wants to make more money from yourwebsite, learn the proven strategies that will sky-rocket yourinternet business at http://BiznessTips.com
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